A persuasive technique relies on establishing the speaker’s or writer’s credibility, trustworthiness, and moral character to influence an audience. It convinces by demonstrating the communicator’s expertise, highlighting shared values with the audience, and presenting oneself as a reliable and ethical source of information. For example, a doctor endorsing a medication after detailing their extensive research and clinical experience uses this technique.
Effective utilization of this approach fosters trust and strengthens the connection between the communicator and the audience. It increases the likelihood of acceptance and agreement by positioning the communicator as knowledgeable, fair, and concerned with the audience’s well-being. Historically, rhetoricians like Aristotle considered it one of the three fundamental pillars of persuasion, alongside logic and emotion, emphasizing its significance in crafting compelling arguments.
